Rosenberg's Department Store Santa Rosa's moderne jewel
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Rosenberg’s Department Store Santa Rosa’s Moderne Jewel
By Paula Cook
The Rosenberg department store building in Santa Rosa is the city’s last true “Deco” period dazzler, a shining “streamline modern” architectural jewel that rose from the depths of the depression. Fred Rosenberg was a visionary who sought to utilize modern architecture to enhance his family store and Santa Rosa’s downtown. Many generations of Rosenbergs were in retail sales, but the Rosenberg building was truly a monument to them and their community.
The building itself has an interesting pre-history which led to its construction in the 30s. Max Rosenberg, after leaving his uncle Rolf Rosenberg’s mercantile operation in Healdsburg in 1887, began his own department store in San Francisco. His business operated as Rosenberg Brothers and was located between Third and Market Streets. The partner in his first venture was Max’s younger brother, Isidore Rosenberg. The brothers expanded, opening additional stores in St. Helena and Woodland. Max, however, soon decided to locate a store in Santa Rosa. It’s been said that he became impressed with the town while attending the local Rose Carnival, as the Rose Paraded was once named. After Max’s
Near completion in 1939, Rosenberg’s department store was for years the tallest building in Santa Rosa, it’s tower lights visible for miles at night.
Photo courtesy Sonoma County Public Library
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